“I love my Apples but I hate going to Apple stores,” Mark Sunshine writes for Forbes. “The store near me is overcrowded, noisy and delivers crummy customer service. The problem with Apple is that it sells a lot of iPhones, iPads and computers but didn’t build enough retail infrastructure for acceptable customer and warranty service.”
“In Boca Raton, Fla., where I live, the Apple store is located in the mall. When I first moved to Florida, it was one of the first retail stores I visited. No, it wasn’t because I was going to purchase anything. It was just that back in the good old days of 2005, I thought it was kind of fun to go to the Apple store. It wasn’t overcrowded and there were cool new gadgets to play with. The Apple store was the place to be,” Sunshine writes. “Today, things are different. What was an excellent store seven years ago is woefully inadequate today. In 2005 the store had a positive buzz, now it has negative karma. It is just too small and too crowded. The store is just a noisy and stuffy unpleasant space.”
Sunshine writes, “Between October 2011 and October 2012, Apple posted aggregate sales of $156 billion. That represents more than 10 times the amount of sales compared to 2005. However, Apple only has three times the number of stores it operated in 2005. Ten times the amount of sales being serviced by three times the number of stores. Should anyone be surprised that this formula does not work? …Customer loyalty is hard to come by but easy to squander. It took 5 years before I gave the iPhone a try and only two days of problems before I started thinking about buying another brand.”
Read more in the full article here.
MacDailyNews Take: Apple Retail Stores need to delight customers or the golden goose is – ahem – Cooked. Apple’s next retail chief has a very, very important job. The retail stores are the public face of Apple. Spend lavishly, Apple. Don’t be cheapskate Browettizers.
[Thanks to MacDailyNews Reader “JayinDC” for the heads up.]